Does 'Green' Marketing Really Work? What a recent experiment uncovered about the true psychological impact of an environmentally conscious campaign
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Almost anyone with a little creativity can claim to be a “green” company. “Green washing” has become so prevalent in recent years that new marketing laws have had to be put in place to control the blatant deception in so many green marketing campaigns. But truthful or not, green marketing promises to give our campaigns a quick performance boost with only a slight shift in design or messaging. However, does it really have an impact on whether a customer will buy from us or not? One company decided to test it, and what the marketers found may surprise you. In our next clinic, we’ll be exploring the question of whether green marketing has a measurable impact on real marketing campaigns. You’ll learn: • What we discovered from a real green marketing experiment • How consumers think about green marketing • Principles you can take away and immediately apply to your own marketing materials ***PLUS LIVE OPTIMIZATION*** In addition to the case studies and practical training you’ll receive in the clinic, you’ll also have a chance to have your pages reviewed live with research-grounded suggestions from our analysts.
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Does 'Green' Marketing Really Work? What a recent experiment uncovered about the true psychological impact of an environmentally conscious campaign
- 1. Does ‘Green’ Marketing Really Work? What a recent experiment uncovered about the true psychological impact of an eco-conscious marketing campaign
- 2. We’re sharing on Twitter! #WebClinic
- 3. #WebClinic Ben Filip Senior Manager, Data Sciences MECLABS Today’s speakers Austin McCraw Director, Content Production MECLABS Lauren Pitchford Senior Optimization Manager MECLABS
- 4. #WebClinic Experiment: Background Background: A mid-sized furniture company selling mattresses. Goal: To increase the overall number of mattress purchases. Research Question: Which credibility approach will produce the highest rate of mattress purchases? Test Design: A/B variable cluster split test Experiment ID: TP11009 Record Location: MECLABS Research Library Research Partner: (Protected)
- 5. #WebClinic Experiment: Control • The product is an organic latex mattress. It is one of only a few mattresses that is GreenGuard Gold certified. • In the control, the certification is present, but de-emphasized.
- 7. #WebClinic Experiment: Side by side Version A Version B
- 8. #WebClinic Experiment: Results Relative increase in conversion46%The GreenGuard copy increased conversion by 45.69%. Design Conversion Rate Control (without GreenGuard copy) 0.65% Treatment (with GreenGuard copy) 0.94% % Relative Change: 45.69%
- 9. #WebClinic Key question Why was “green” marketing so effective in this case?
- 10. #WebClinic Today, we are going to walk through the four factors that made this particular green marketing campaign successful.
- 11. #WebClinic Four essential observations 1. The value was tangible. The value created by the copy was directly connected to the customer experience. Key observations
- 12. #WebClinic The value was tangible Hilton GE TraidCraft
- 13. #WebClinic The value was tangible • The “green” nature of the manufacturing process is directly connected to the quality of the product. • The mattress “meets the world’s most rigorous, third- party chemical emissions standards with strict low emission levels for over 360 volatile organic compounds.”
- 14. #WebClinic Four essential observations 1. The value was tangible. The value created by the copy was directly connected to the customer experience. 2. The issue was relevant. The issue addressed by the copy dealt with a key concern already present in the mind of the prospect. Key observations
- 15. #WebClinic The issue was relevant • All of these, while potentially noble causes, do not directly connect to a relevant problem the customer is having. Eco-friendly Airlines Biodegradable Sunscreen Biodegradable Pens
- 16. #WebClinic The issue was relevant • The manufacturing process connects directly to an important concern in the customer’s mind: • Skin sensitivity • Allergies
- 17. #WebClinic Four essential observations 1. The value was tangible. The value created by the copy was directly connected to the customer experience. 2. The issue was relevant. The issue addressed by the copy dealt with a key concern already present in the mind of the prospect. 3. The claim was unique. The claim of exclusivity in the copy intensified the “only” factor of the product itself. Key observations
- 18. #WebClinic The claim was unique Green Hosting
- 19. #WebClinic The claim was unique BPA Free Bottles
- 20. #WebClinic The claim was unique • While not entirely exclusive, the claim here implies that the GreenGuard Gold seal is limited to only a few mattress manufacturers.
- 21. #WebClinic Four essential observations 1. The value was tangible. The value created by the copy was directly connected to the customer experience. 2. The issue was relevant. The issue addressed by the copy dealt with a key concern already present in the mind of the prospect. 3. The claim was unique. The claim of exclusivity in the copy intensified the “only” factor of the product itself. 4. The evidence was believable. The evidence provided in the copy lent instant credibility to any of the claims. Key observations
- 22. #WebClinic The evidence was believable
- 23. #WebClinic The evidence was believable Three ways to make a claim believable: 1. Verification 2. Specification 3. Quantification
- 24. #WebClinic So does green marketing work? • When done right, green marketing can be effective for generating response. • The degree to which green marketing impacts the probability of conversion is directly related to the degree to which it is: • Tangible • Relevant • Unique • Believable
- 25. #WebClinic Key summary questions Is your green marketing tangible? Does the nature of the green claims actually make the end product more appealing? Is your green marketing relevant? Does the fact that your offer is green solve an important problem in the mind of the customer? Is your green marketing unique? Can anyone else in your vertical make similar claims? If so, how do your claims stand apart? Is your green marketing believable? Are your claims actually true? If so, how can you quantify, verify or specify your specific claims?
- 28. #WebClinic Company: PowerTechnology Chicago Primary Audience: Food industry Page Purpose: Homepage http://powertechnologychicago.com/
- 29. #WebClinic Company: Crown Bees Primary Audience: Beekeepers Page Purpose: Landing page http://www.crownbees.com/
- 30. #WebClinic Company: MyOrganicFlowers.com Primary Audience: Gardeners Page Purpose: Product information page http://bit.ly/1wl4y42
- 31. #WebClinic Company: HelloMarket Primary Audience: Small businesses Page Purpose: Homepage https://www.hellomarket.co.uk/
- 32. #WebClinic A Title Would Look Like This Company: GoPro Primary Audience: Active videographers Page Purpose: Landing page http://gopro.com/
- 33. #WebClinic Company: AGI Primary Audience: American gunsmiths Page Purpose: Homepage http://www.americangunsmith.com/
- 34. #WebClinic Next Clinic: Background Background: A large e-book retailer. Goal: To increase the overall number of e-book sales. Research Question: Which attempt to reduce anxiety will result in the highest conversion rate? Test Design: A/B variable cluster split test Experiment ID: TP10713 Record Location: MECLABS Research Library Research Partner: (Protected)
- 35. #WebClinic Next Clinic: Version A Concern: • Is the checkout secure? Corrective: • Version A attempts to reduce anxiety with a security seal. Logo
- 36. #WebClinic Next Clinic: Version B Logo Concern: • Is my device compatible? Corrective: • Illustrates compatibility with all devices.
- 37. #WebClinic Next Clinic: Version C Logo Concern: • Is this the correct book? Corrective: • Brings synopsis to the top of the page.
- 38. #WebClinic Next Clinic: Version D Logo Concern: • Can I read this immediately? Corrective: • Highlight the short time it takes to begin reading.
- 39. #WebClinic Next Clinic: Side by side Logo Logo LogoLogo Version A – Security Version B – Devices Version D – Instant AccessVersion C – Correct Book
- 40. #WebClinic Live June 18 at 4:00 p.m. EDT • Which of the four treatments produced the highest conversion rate • Why the treatment won and the principles behind the “why” • How you can think about your own product pages in a way that will enable you to achieve your own wins Join the next live 35-minute Web clinic to discover: Next Clinic: Product pages tested To join live, register at the link below: MarketingExperiments.com/ProductPages Product Pages Tested
- 41. #WebClinic See how you can conduct research with us MECLABS conducts rigorous experiments in the new science of optimization. We apply our discoveries to help leaders optimize the financial performance of their sales and marketing programs. Learn more about how you may be a fit for a MECLABS Research Partnership: • Select Research Partnership Opportunities on the post-webinar survey • Contact us directly info@MECLABS.com 1-877-635-0565 x